MARKET INTELLIGENCE CROSS-BORDER E-COMMERCE …

2017 MARKET INTELLIGENCE

CROSS-BORDER E-COMMERCE SHOPPER SURVEY 2016

Key Findings

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28 pages January 2017

ipc.be

TABLE OF CONTENTS

Message from the CEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Key figures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Consumer Preferences: Online Shopping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Delivery Choices & Speed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Delivery Location & Tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Consumer Experiences: Where are consumers buying from? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 What was the delivery experience? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Post-purchase experiences & summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Survey Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 IPC Market Intelligence Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

3 IPC CROSS-BORDER E-COMMERCE SHOPPER SURVEY 2016

MESSAGE FROM THE CEO

Holger Winklbauer Chief Executive Officer, IPC

I am delighted to present to you a selection of the key findings from the IPC cross-border e-commerce shopper survey for 2016. This research was based on quantitative research carried out in October 2016 with over 24,000 consumers across 26 countries in Europe, Asia-Pacific and North-America.

This bespoke study was developed by IPC, with and on behalf of its members to gain a better understanding of consumer preferences and experiences in regard to cross-border online shopping. The survey analyses each element of the cross-border delivery process and focuses on specific areas which postal operators can influence and improve.

Cross-border e-commerce is a booming business and although it has been adopted by all generations in all markets, it has been whole-heatedly embraced by Millennials. The survey highlights the growing volume of low-value, light-weight goods which are which are being purchased online and in particular, China was identified as the main exporting market for cross-border online shoppers.

In comparison to the previous year, consumer expectations have changed. They are increasingly demanding greater visibility, increased reliability, more delivery options and all of these for a reduced delivery cost. In 2016 consumers also purchased significantly more from their smartphones and used these to monitor the delivery progress of their parcels.

The findings of this study will help IPC members to improve their service standards, their delivery performance and the way in which they communicate on the delivery process through their networks, in order to meet the needs of consumers and retailers for cross-border e-commerce.

I trust that this report will provide a useful insight into consumer preferences and experiences.

4 INTERNATIONAL POST CORPORATION

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KEY FIGURES

71%

65%

BOUGHT FROM CHINA, US, UK OR GERMANY

SE UK US AU AT BE

BOUGHT FROM AMAZON, EBAY OR ALIBABA

SI

CA

PT

CH

24,331 NZ

CN

NO

DE

NL RESPONDENTS FROM DK

LU 26 COUNTRIES ES

JP

FI

IT IS IE HU GR FR

72%

59%

USED THE POST FOR DELIVERY

HAD FREE SHIPPING

87%

WERE SATISFIED WITH DELIVERY EXPERIENCE

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5 IPC CROSS-BORDER E-COMMERCE SHOPPER SURVEY 2016

CONSUMER PREFERENCES

ONLINE SHOPPING

Once every 3 months

12%

Once a week

16%

Around 17% 2-3 times

a quarter

FREQUENCY

23% Once every 2 weeks

31%

Once a month

All survey respondents had bought physical goods online at least once in the last three months and had made a cross-border online purchase in the past year. Of the survey respondents, 16% shopped online at least once per week and 39% had made an online purchase within the past two weeks. Thirty-one percent said that they preferred to shop online once per month, 17% around 2-3 times per quarter and 12% had only made one online purchase in the past three months.

There were considerable differences by country in terms of consumer online activity. Online consumers in China were most active, with 36% of them making an online purchase in the past week. Thirty percent of US consumers had made an online purchase in the past week, followed by Germany (25%) and the UK (24%). At the other end of the scale, only 6% of online consumers in Luxembourg and 8% in Finland had made an online purchase in the past week.

Question: Over the past 12 months, on average how often have you purchased physical goods online (excluding groceries)? Sample: 24,331 (all respondents)

6 INTERNATIONAL POST CORPORATION

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INCREASING SMARTPHONE PREFERENCE

A key trend in online shopping in recent years has been the increasing use of smartphones for both researching and carrying out online purchases. Smartphones are key to the lifestyles of Millennials ? especially younger Millennials (i.e. those born after 1990), which IPC explored in more detail in our other reports which profile Millennials in China and the US.

With this in mind, the IPC cross-border e-commerce shopper survey asked consumers what their preferred device was to place an online order. The most popular device was a laptop (41%), closely followed by a desktop (36%). Smartphones (14%) and tablets (8%) were the preferred device for a significant proportion of the population. Compared to the IPC survey carried out in 2015, the biggest change has been that smartphone preference increased from 9% in 2015 to 14% in 2016.

Smartphone

Other Tablet

2% 8%

14%

PREFERRED DEVICE

Desktop 36%

41% Laptop

Desktops were more popular among consumers aged 55+ (45%) and men (41%), and less preferred by consumers aged 16-34 (29%). They were most preferred in Portugal (55%) and France (53%), and least popular in Iceland (16%) and Ireland (20%).

Laptops were more popular among women than men (45% vs 38%), with no differences by age. They were most preferred in Iceland (55%), Ireland (53%), Norway (49%) and Finland (48%). However, this option was least popular in China (23%) and Portugal (24%).

Tablets were the least popular of the four options. They were most likely to be preferred by 3554 year-olds (9%) and least likely to be selected by consumers aged 16-34 (6%). This option was selected by 14% in Denmark and 12% in both the UK and Ireland.

Smartphones were more popular among younger consumers, being preferred by 23% of those aged 16-34, 13% of those aged 35-54 and 5% of consumers aged 55+. They were also more popular among women than men (15% vs. 13%). They were most popular in China (29%), Japan (27%) and the US (26%) ? and selected the least in Belgium (6%) and France (7%).

Question: Which is your preferred device when placing an order? Sample: 24,331 (all respondents)

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7 IPC CROSS-BORDER E-COMMERCE SHOPPER SURVEY 2016

PayPal or equivalent

Credit card

Debit card / Bank transfer

18%

Cash on delivery

4%

Prepaid card

2%

Other

2%

Don't know 0%

PREFERRED PAYMENT OPTIONS

41%

Consumers were asked to name their preferred payment option for

online purchases. PayPal (or an equivalent) was most commonly

mentioned (41%), followed by credit card (33%) and debit card / bank

33%

transfer (18%). There was less interest in using cash on delivery (4%)

or a prepaid card (2%).

? PayPal (or equivalent) was the top choice in 14 of the 26 surveyed countries. It was most popular in Germany (68%), Australia (64%), Spain (62%) and Italy (61%) ? and least popular in Japan (5%). Looking at respondent age, PayPal was more popular among consumers aged 35-54 than those aged 16-34 (44% vs 38%).

? Credit card was the top choice in 11 countries. It was very popular in Japan (81%), followed by Denmark (60%), Canada (53%) and France (53%). This payment option was least popular in Hungary (6%), Greece (12%) and Germany (14%). It was also most popular among men (35%) and consumers aged 55+ (36% compared to 31% of 16-34 year-olds).

? Debit card/bank transfer was the most popular payment option in just one country ? China (36%). It was also popular in the Netherlands (32%) and New Zealand (29%). It was also more popular among women (20%) and consumers aged 16-34 (22%).

? Cash on delivery was most popular in Hungary (15%), Greece (15%) and Slovenia (12%).

? Prepaid cards were the most popular in Italy (13%).

"

PayPal (or equivalent) was the top choice in 14 of the 26 surveyed countries.

Question: Which is your preferred payment option? Sample: 24,331 (all respondents)

8 INTERNATIONAL POST CORPORATION

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